Agreed Ron-I have seen this in the church community, and experienced it first-hand in my own business in the private sector. Although it sounds like a good idea in the beginning, it is hard to build an exit strategy for yourself when the brand is all about YOU! My new business, Pilots of Change, is all about highlighting OTHERS that are making a difference helping to remedy social injustices. Your post is a nice change from the branding argument that you are your business. My mission has developed over time, but was made more clear to me when I asked God if He wanted me to tell my story - He clearly answered, 'No, I want you to tell MY story.' On a side note, I hope to meet you soon now that you are in my hometown! Blessings!